How to Create Engaging Content at Every Stage of the Buyer's Journey

From start to finish, here's how to create content that drives sales

Happy Thursday! Today let’s dig into how to create engaging content at every stage of the buyer’s journey. As a bonus, we’ll also cover how to create content that engages AFTER the purchase.

The key to creating engaging content at every stage of the buyer’s journey is to understand how customer behavior changes at each stage and why it is changing. Once you understand what behavior the customer is engaging in, and why, you can create a custom content experience for that buyer that addresses their current behavior, while giving them an incentive to change their behavior and move to the next stage of the buyer’s journey.

In the above image note that as the buyer’s journey moves to the right, the colors change and become warmer. This signifies a change in interest in the customer. In the Unaware (and I don’t care) stage, the customer has zero interest in your product or service. But by the Ready to Buy stage, they are…ready to buy! So you want to create a content experience for the customer that is constantly moving them to the right.

Don’t trip on the starting line

When creating content that sells, most companies/soloprenuers make a huge mistake at the very start that dooms all their efforts going forward.

Most content is created to build awareness. Remember the first stage of the buyer’s journey is Unaware. The customer doesn’t know who you are, or why they would want to do business with you.

So you want to create content that makes them aware of who you are, and moves them closer to a purchase.

But here is where most companies make a critical error in their content strategy that sabotages their ability to drive sales. Here’s what they do: They